Some drinkers are snorting vodka through the nose to get drunk more quickly in a fad that alcohol health workers say could be dangerous.
The Alcohol Problems Advisory Service in Derby said people were snorting the spirit through a straw or from a thin glass tube.
Bar owners have told BBC that the trend is on the rise amongst some drinkers in the city, particularly students.
Officials have warned the activity can lead to long-term health damage.
Bar staff said some people were "in tears" after trying the trend, while others reacted so quickly they were seen falling to the floor as a result of snorting the alcohol.
Nick Tegadine from the Alcohol Problems Advisory Service said pubs, clubs and bars should get together with the authorities to clamp down robustly on the problem.
"It will get you drunk more quickly than drinking vodka, which of course is why some people do it but over time it will damage your nose.
"The fact that you get drunk more quickly means you are more likely to have an accident and do things that you later regret."
He said vodka is also being sold in thin tubes, which allows the drinker to insert the spirit like nose drops.
"These things tend not to sustain themselves because eventually bars get the message that they're getting more trouble than its worth.
"It's not a very nice thing to do, its like taking nose drops ... and when you're collapsed on the floor you certainly do not look very clever," Mr Tegadine said.
"It's hopefully a passing phase but it will pass much more quickly if the club owners act responsibly, police and trading standards get together and say this is a bad idea don't do it."
The Coyote Wild club in the city has already banned people from snorting vodka on its premises and owners said anyone caught doing so would be barred.